L@s Tont@s was created with the aim of reinterpreting one of Madrid’s most iconic sweets: the traditional Rosquillas de San Isidro. Through a contemporary visual identity and a revamped range of flavours—such as orange blossom or churros con café—the project seeks to revitalise this classic product, connecting with new generations and international audiences alike.

The creative concept revolves around a humorous play on words, paying homage to Madrid’s famous tontas (or “silly”) sweets. To bring this to life, we developed a series of characters in a collage format: eccentric and expressive figures inspired by the essence of the Chulap@s (the city’s traditional folk), merging local heritage with a vibrant and irreverent art direction.

The packaging design not only provides freshness and humour but also possesses a high collectible value. Its striking aesthetic transforms the product into the perfect gift from Madrid, elevating the perception of this traditional sweet. By combining modern storytelling with popular culture, L@s Tont@s offers a visual and emotional experience that transcends the sweet itself, positioning it as a brand with soul, character, and impeccable design.